Retail in Asia


Sephora to launch its first ‘Store of the Future’ in Asia

Sephora’s first ‘Store of Future’ concept in Asia is set to open at Raffles City on September 23. The flagship store in Singapore was chosen as the first location in the region because of its strategic location as a travel destination and its diverse and cosmopolitan population.

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Customers are encouraged to use the Skincredible app in store to scan and analyze their skin conditions and receive instant skincare recommendations. Other features of the 426-square-metre store include a fully mobile checkout process, haircare services, and a Skin Lounge with trending skincare products. Sephora Beauty Experts are available to offer customers advice from the Sephora Beauty School, which will be available both online via live streaming and in person.

Throughout the store, customers will receive various individualised experiences outside of the typical retail experience. Most notably, hair and styling consultations are delivered by Perk By Hydrafacial. Moreover, Beauty Experts will offer skincare advice and dermatologist-recommended apps such as Skincredible, which helps users understand their skin.

Source: Sephora

“This store is the perfect intersection of innovative and experiential elements where our customers can immerse and transform themselves in the absolute best of global beauty brands through a hyper-personalized retail approach” explained Alia Gogi, President of Sephora Asia.

“Our 100-strong tech and digital teams work closely with our retail and marketing teams to ensure we stay at the forefront of a digitally enabled and mesmeric consumer experience in-store or online. This is just the beginning of our journey in redefining and reimagining the future of beauty retail,” Gogi added.

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This concept launch follows Sephora’s debut in the Vietnam market in April as part of its Asia expansion plan. A new event, ‘Sephoria, Virtual House of Beauty’, will debut later this month at the cosmetics retailer, showcasing more than 35 brands. Sephora plans to open a similar concept store in Shanghai by 2023.